Do you ever wonder why some people are able to write high converting Facebook ad copy, yet others fail miserably?
Probably the most obvious difference between these two types of people would be knowledge or lack of it. Those who are succeeding and generating high converting Facebook ad copy know what others don’t. In total, 80 million small businesses now use Facebook pages.
Would you like to know what they know and take advantage of Facebook's 2.4 billion users? If so, then this article is for you.
When advertising on Facebook, it's critical for you to understand the problems, pains, and desires of your perfect customer or prospect. In the marketing world, this person is also known as your “buyer persona” or “avatar.”
Once you fully understand who you are speaking to, the next step is to know what to say to them. Now, this may seem obvious, but it's critically important to understand this concept before you ever get started.
What you say to them is typically referred to as your “message” or “copywriting.” In the world of advertising, a familiar phrase is the “message to market match." What this means is that if you put the right message in front of the right audience at the right time, then you will inevitably get a sale.
“We need to stop interrupting what people are interested in and be what people are interested in.”—Craig Davis, chief creative officer
Because Facebook has the goods on how to laser target who is looking for what, they’ve got you covered when it comes to providing you with the right buyer persona market (or audience).
You can help Facebook find this right market, but every campaign needs to go through a “learning stage” to get to that point. If you have an established audience already, then you are steps ahead of the game.
If that is the case, you would offer Facebook the emails of this “custom” audience that you can advertise to. Then you would create “lookalike” audiences to find more buyers who have similar qualities and characteristics to the buyers you already have.
In the case that you do not already have a custom audience, then you would want to target specific interests that are related to your offer and your buyer persona. These interests can be top influencers in your market, behaviors, Facebook pages, groups, authors, TV shows, hobbies, and so on. Specifically, what is your perfect avatar interested in? Start there!
Now that you understand how Facebook is going to find the right audience of people who look like your perfect “buyer persona,” you still need to figure out your message. To write high converting Facebook ad copy, you need to understand some important concepts.
Different copywriting strategies exist that you can use to speak to your perfect buyer, but one of the most common messages is to find your prospect’s pains and problems. What pain or problem does your prospect have that you can solve with your offer? Figure out ways that you can show that pain, agitate it and solve it for your customer.
To thoroughly understand the pains and problems of your buyer, you would need to go to where your buyers hang out online and listen to what they have to say. The better you can convey back to them the problems they describe in their exact words, the more effective your ad copy will be.
If you have an existing list of customers, have you surveyed them and asked them what they are looking for? Directly asking your customers what they want and need will give you a wealth of information.
The next concept to consider when creating high converting Facebook ad copy is what are your competitors doing? What types of ads are they showing to the same people that you are targeting? Go to their ad libraries on their Facebook pages and check out their active campaigns. What are they talking about? What kinds of comments are their buyers (and your potential buyers) leaving?
Which headlines and curiosity hooks are they using? How can you position your message against theirs? How long have their ads been running? Here’s a tip—ads that have been running for a while are probably working! Can you come up with a similar message with a unique twist?
Do they have organic posts or blog posts that you can read? Have you been through their funnels? Do you know how to reverse engineer these funnels and position your company in a way that improves what they are doing?
“It’s important to remember your competitor is only one mouse click away.” — Douglas Warner III, Former CEO, J.P. Morgan Chase & Co
Do you know what your conversion numbers need to be in order for you to turn a profit? These are also known as “Key Performance Indicators” or KPIs, for short. If not, industry standards exist that are commonly used, and that is a good place to start. But if you do know your KPIs, what areas do you need to improve?
These key performance indicators measure essential data that tell you how well each step of your marketing campaign is functioning. For example, if someone sees your ad on Facebook, you want to know the number of people who click on that ad. More importantly, you want to know the number of people who click through to the next step, which is typically a landing page.
And most relevant to your business is the number of leads that end up becoming paid customers. The life or death of your business depends on whether your customer conversions (sales) outweigh the amount you are spending on advertising and other expenses.
Once you have all that figured out, it's time to write your high converting Facebook ad copy message. In the marketing world, this is most often referred to as the “creative.” The first thing that you need to do is GRAB their ATTENTION! And you must be able to do it in an effective and compliant way.
The best way to grab attention is with the headline and the image (or video). Remember, you have mere seconds to get them to STOP what they are doing and listen to what you have to say. The job of the image is to get them to stop and read the headline.
If you do consider using video, are you using written captions to go along with the spoken words? This is becoming more and more vital to businesses due to the high use of mobile phones. Because people are viewing Facebook from their phones in locations where they cannot "listen" to video (such as work, for example), the importance of captions is increasing. Do you have good software that can add this important element to your video?
The job of the headline is to get them to read the next sentence, and the next, and the next.
You want them to keep reading all the way down what seasoned marketers call the “slippery slide.” One thing needs to lead to another in an entertaining, educational, and informative way.
One of the best ways to get attention is to talk about a problem they are now having. The more urgent the problem is, the more they will listen to what you have to say. A great place to start is to write down 5 to 10 of your buyer’s most urgent pains or problems that need to be solved right now.
Take the time to brainstorm this. The more urgent the problem, the better chance you have of converting your ad copy into a sale. Remember to center your message around what your prospect wants, not what they need.
Most marketers who are generating high converting Facebook ad copy know that the better they can tap into their potential buyer’s emotions, the more effective the ad copy will be. In the marketing world, it's commonly known that people buy with emotion and then later justify with logic. Are you injecting emotion into your ad copy?
One of the best ways to do this is with stories. Marketers who are most effective are brilliant storytellers. Understanding how to add storytelling will help you to have high converting Facebook ad copy and will put you steps ahead of your competition.
Another important thing to consider when writing ad copy is the increase in mobile phone users. According to the official Facebook website, as of 2020, more people have mobile phones than running water or electricity! As difficult as that is to believe, if Facebook said it, it must be true!
The longer a specific product or service has been on the market, the more promises your audience has heard. An audience who has been bombarded with a lot of promises and different reasons that each product is unique will tend to be more skeptical than an audience who hears about a product or offer for the first time. The current term in the industry for this is "market sophistication."
Take cell phones for example. When they first came out, they were brand new, and having one was all a person needed to know. Yet, over time, there became more and more of a need to differentiate one cell phone from another, so that the buyer could “choose” a favorite phone over the growing “competition.”
A target audience that hears about a product with a lot of competition is going to be much more skeptical than the audience who hears of a new product for the first time. The more skeptical your potential buyer is, the more important it is for you to stand out above the crowd.
How aware is your audience that they even have a problem? Take foot pain for example. The average person who is walking around with no foot pain would be considered an “unaware” prospect. They are unaware that they have a problem.
But if that same person hurts their foot later that night, they will begin searching for solutions to this “problem.” Is your product a solution? Does your prospect know that your solution exists? If not, then your message needs to target your buyer in a way that will make them aware.
If they are aware of your solution and are interested in what you have to offer, they will become a “most aware” prospect. At this point, it's important for you to explain to them “what the deal is.” In other words, they will want to know what you have to offer, how much it costs, and other details.
One element remains that is undoubtedly the most important and distinguishes a business with high converting Facebook ad copy from a business with failed ad copy. And that important element happens to be compliance. It's critical for your business to become familiar with Facebook's ad policies.
What is so interesting about Facebook compliance is that it's the opposite of what was considered good copywriting for years. Everything that worked in the rest of the world does not work on Facebook. Why? The reason is compliance.
The more unrealistic the expectations and promises are, they less compliant your ad will be. A good rule of thumb is to genuinely want to help people. Remember, these are real people and your business and products need to be ethical, legitimate, and authentic to produce high converting Facebook ad copy.
To understand compliance, you need to recognize the platform from Facebook’s point of view. They want happy customers. And the platform originated so that people could stay in touch with friends and family.
If Facebook users are bombarded with intrusive advertising, then hanging out there with friends turns into a not-so-pleasant experience, and people log off and leave. Or worse, they complain.
Because of this, Facebook had to create a list of compliance rules and regulations to keep their users happy. A positive side effect is that today, people are better able to find entertaining and educational information on Facebook.
But the other thing Facebook users complained about was privacy. Because Facebook was so good at understanding what products and services people were interested in, users began to complain that their privacy was being invaded. At this point, it became necessary for one of two responses to occur.
Either businesses could no longer advertise on Facebook, or they needed to change their approach and stop calling people out for specific traits and attributes. Of course, for the sake of everyone, they chose the latter.
Those who do not understand Facebook compliance will not be able to get their ads approved. And if ads get disapproved too often, their ad accounts could be permanently shut down. This, in fact, often happened to businesses throughout the growing pains of finding ways to advertise that would keep Facebook users happy.
But even so, businesses still have a hard time understanding what will pass through Facebook’s compliance filters and what will not. Because of this, having a copywriter who is experienced with high converting Facebook ad copy can come in handy. Knowing what to say and what not to say is critical to the success of any business.
Whenever a prospect is faced with a decision to buy or not to buy a product or offer, they will often have questions that need answers. And other times, they justify to themselves all the reasons they do NOT want to buy.
A good copywriter needs to be able to know how to overcome these objections. Do they think your product is too expensive? How can you make them see the value? Do they need to speak with a spouse? Are they having trouble believing or trusting you?
Do they think they can wait and possibly buy at some later date? Are they afraid of making a mistake? Are they afraid that they won’t be able to do what is asked of them?
These and other objections need to be handled throughout the sales process. How can you offer proof? What is your guarantee? Can you offer support?
You want to consider these questions when writing high converting Facebook ad copy.
Once you have gotten your prospect to read your message, you need to give them a call to action so that they can learn more about your offer. This depends on your business model because each model is different.
For example, an eCommerce ad would lead people to a sales page with a physical product. A webinar model would lead prospects to a registration page. And a typical info product model would lead people to a sales page, followed by upsell pages, down-sell pages, and thank-you pages.
The most important thing to remember here about Facebook compliance is that wherever you are sending them needs to be relevant to your ad. That should be obvious, but businesses often make this mistake. Whatever you are talking about in your ad, the landing page needs to have a similar message so that your prospect understands that they have gone to the right place.
Once your prospect has left your ad and entered your series of steps, this is called a “funnel.” It's critical to follow-up because statistics say that 96% of visitors to your website are not ready to buy anything. In addition to subsequent sales pages mentioned above, your prospect should also be followed up with emails and possibly strategy phone calls.
Again, this will vary depending on the business model. As you can imagine, selling a $10 necklace will have a different follow-up sequence than a business selling a $5000 course. Because of this, the series of funnel steps will be different.
One of the strengths that Facebook is famous for is their uncanny ability to re-target your customers. You may have wondered, “How do they do this?” Although the details may be so complex that no one except for a web developer could understand, the answer is simple for us as marketers. And that answer is called a Facebook pixel.
A Facebook pixel is a piece of code that is placed on each step of the funnel. These pages also contain something called “custom conversions.” What this means is that Facebook has the ability to know how far down your funnel each prospect has gone.
Because of this, you can show them new high converting Facebook ad copy specific to their actions and behaviors. If they purchased something from you, advertise to them again as a buyer and possibly sell them something else. If they went to the order page, but then abandoned the cart, you can re-target them as someone who “almost bought” but did not for some reason. These types of ads would typically answer their objections or the reasons they may have changed their minds.
The non-buyers and people who did not take that first action are often referred to as “leakage points” in your funnel—kind of like the boy or girl who got away! Re-targeting them is a way of giving them more than one chance to change their minds.
As you can imagine, this opens up a world of opportunity for you as a business if you know how to write high converting Facebook ad copy. Remember that it's critical to know how to stay compliant and follow Facebook’s rules and regulations.
Different types of retargeting ads can be utilized by a qualified copywriter. But remember that the main thing is to be profitable, of course! This means it's critical that you stay within your KPIs. If a campaign is within KPIs, leave it alone! Don’t mess with it!
If it gets outside of your established KPIs, that is when you need to go back to the copywriting drawing board and come up with new, high converting Facebook ad copy ideas.
Last, but not least, once you have a profitable campaign, this is when you start to scale your ad. Here are some ways to scale an ad campaign. You can increase your budget, widen your audience, add more creatives, etc.
But the most important thing here is to stay compliant and stay within Facebook's rules and regulations. If you do not, nobody will see your ads and your business may end up in the Facebook graveyard. And no one wants that!
It's critical that for you to have a high converting Facebook ad copy, you must understand the ad copy strategies to use and when to use them. But most importantly, you must stay within Facebook’s compliance rules and regulations.
If you are looking for a copywriter who understands these strategies and compliance rules, you have come to the right place! Hire your high converting Facebook ad copywriter today.
Debbie Landry resides on the Mississippi Gulf Coast. With a background in sales and business, she has a BS in psychology. She has several marketing certifications in copywriting, freelancing, masterminds, course creation, consulting, life coaching, Facebook advertising, funnel building, and more. Her focus is on the big picture of copywriting and content marketing, as well as personal growth and development.Hire Deborah